Why Did TREASURE Unexpectedly Change Leaders? The Surprising Reason Behind It Raises Eyebrows

TREASURE’s recent leadership change has caught the attention of fans, as the group has adopted an unusual system that differs from the norm in K-Pop.

| YG Entertainment

On the March 9 episode of Park Myung Soo’s Radio Show on KBS Cool FM, YG Entertainment’s TREASURE joined as guests.

During the show, DJ Park Myung Soo brought up the leadership change, pointing out that Junkyu and Asahi had taken over the roles previously held by Choi Hyun Suk and Jihoon. Curious about the reason behind the switch, he jokingly asked if the previous leaders had caused trouble.

Park Myung Soo: “Did the leader change? It used to be Hyun Suk and Jihoon, but now it’s Junkyu and Asahi? Groups don’t usually change leaders—did you guys mess up or something?”

TREASURE: No! No! (laughing)

Choi Hyun Suk then clarified that the decision was made in agreement with their company. He explained that they planned to rotate leaders every two years, ensuring that more members take on leadership responsibilities.

We talked with the company and decided that it would be good to switch leaders every two years, so that’s how it happened.

— Choi Hyun Suk

| YG Entertainment

The system is extremely unique to K-Pop’s usual approach to leadership. While different companies follow different traditions when picking a leader — for example, SM Entertainment usually chooses the oldest members of the group to shoulder the responsibility — the position is usually set in stone. With TREASURE, it seems like they have decided to alternate often so everyone can experience the role.

asahi being appointed as the new leader 👏🏻 pic.twitter.com/bbu4Ah5GGI

— 아사히 (@hamadafeed) March 8, 2025

Asahi and Junkyu agreed that their main goal was to maintain the high standards set by their predecessors. He shared that stepping into the leader position came with a sense of responsibility. However, when asked if the role came with any extra benefits, the TREASURE star admitted that there were no financial perks.

Junkyu and I have been telling each other that we need to make sure we don’t fall short of what our older brothers have done…

There are no material benefits. There’s definitely a lot of pressure, but since I’m doing it together with Junkyu, it’s a bit less overwhelming. We just want to do a good job.

— Asahi

TREASURE’s leadership rotation is uncommon in the industry, where groups typically maintain a consistent leader throughout their careers. While some fans find the approach refreshing, others are curious to see how it will impact the group’s dynamic moving forward.